Shoe Enterprise Three Level Market Brand Growth Password

You know, the market vacancy is the existence of the success mode, or it can not be covered. In practice, many shoe companies often have two ways that can not be shared. The author finds some passwords from the contradiction between the two, hoping to bring some enlightenment to the industry.

In my opinion, both the successful mode and the market vacancy are needed, because the boss of the enterprise, if there is no thought of polluting the mountain and river to dominate the industry, all scientific and rational experience is equal to zero.

Our goal is to weaken and dispose of the neglected parts of successful enterprises, because the strength of competitors determines the market share and the market share directly affects the profits of enterprises.

Successful shoe enterprises are first of all, the success of positioning, which is the core competitiveness of an enterprise's success, and then use the marketing factors such as products to combine this positioning, and then enrich the status by marketing, so that consumers can understand this positioning, and then create a successful platform. Under this platform, pay attention to the promotion of image and planning, so as to enhance the brand. The success of enterprise brand is not just a few factors such as monopoly chain, store image, marketing plan, advertising promotion.

Based on the market experience of several years, the author focuses on the analysis of how the brand of the three tier market grows.

In recent years, what is the success of the three tier shoe market brand?

First, it is located in the middle and low grade market, and the main market is mainly located in prefecture level cities and county level cities (including coastal towns).

Two, pay attention to marketing, rely on their own reaction to the market and logistics distribution to make up for the lack of product design (most of the products are OEM processing); three, provincial radiation is mainly composed of branch offices or offices, and terminals are mainly franchised stores and proprietary stores.

Depending on the maturity of the regional market, the proportion of franchising and self run stores is arranged.

Four, the sales network and product positioning are very unified; the market reaction speed is fast; terminal capabilities and strong advantages; five, products are mainly concentrated in men's shoes, and some women's shoes, positioning for the middle and low grade; six, for the national region's mass market, the audience is more, the terminal has the image; seven, advertising promotion expenses and distributors share, manufacturers jointly drive the terminal.

The majority of the three line shoe brands in the three tier market are lack of accurate positioning for marketing. They are only airborne troops, and there are no successful platforms. They are mainly manifested in: using image endorsement plus several indifferent CCTV advertisements to flicker through the channels; because there is no clear positioning, consumers still do not know what a brand is telling them, and they have no way to know each other; in addition, they gradually change from one region to another, and then rely on several joining agents to consolidate the market.

In such a platform, plus this time, the other time, imitation of other people's advertising, promotion, monopoly mode, will certainly backfire.

In the brand positioning, there are many three level market mixed brands. In the slogan of investment promotion, they always say that they are middle and top grade brands. This positioning not only shrinks their own consumption groups, but also consumers will take such enterprises compared with the real high-end brands, so these brands can not be famous for brand names and no one is interested in it. Therefore, popularizing the medium and high grade commodities with popular promotion will be effective in Rudong.

Of course, there are also some shoe enterprises that are challenged. This way has also achieved their partial success. They have pformed the footwear industry channel, from wholesale, agency or distribution to direct pformation, as the future growth path of their brand.

Through the true nature, the unusual operation and the way to become the most enjoyable person in the market vacancy of successful enterprises.

However, most shoe companies still have a narrow eyesight. They only pay attention to the image of the bubble and ignore the marketing management, but now they are segmenting the market. The rational consumption of consumers makes it increasingly difficult for franchisees to adapt to the changing market. Profits can not be guaranteed. Some shoe companies can only do OEM processing.

Therefore, we must strive for the only vacancy in the market. It is a kind of opportunity resource and speed can win. For the success mode, we can learn while we are studying. The brand of the three tier market can find the password of its brand growth.

The following are the details: first, the "far seeing side" feels that the wind and waves are small, and the air is known as "Hai Po Ping".

Two, if the brand is in the launch stage, the relationship between the quantitative indicators such as market share and profit and brand image shaping should be handled. This is different according to the specific circumstances of enterprises.

Three, the regional segmentation of the sales growth of enterprises: through the promotion, we can accumulate brand awareness and reputation in the existing areas; raise the price of products from the upgrading process, strengthen the marketing management of front-end terminals and expand the market share; and develop new regional markets: we should seize the selling points of our brand, promote sales growth, enhance brand positioning, optimize the taste of products, and increase the image styles and varieties.

Four, establish a consumer centric marketing information system: improve the system's ability to respond quickly to the market, such as product ordering, adjusting, repairing, retreating, exchanging, market product information and competitor information, and gradually establish a consumer database to capture consumers' interactive resources for products.

Of course, we should pay attention to the following aspects in the specific strategy: 1. In product strategy, we should develop products with the regional distributor, and the total distributor can discuss the product development plan with the company development department; seize the product life cycle to do well the regional market, and study the market trend and the popular characteristics, and excavate the profit margin of the product; for the three party relationship between the product type, the brand and the network, the competitiveness will be formed mainly by product development, quality and style, and the survival and profit of the enterprise will also come from the manufacture of the product, so the selling point of the product must be a step faster.

The details are as follows: (1) the theme of the product is concentrated on a certain series; (2) the styles and varieties of the overall development of the R & D brand; (3) ensure the unity of the brand's product style in the new development market.

(4) considering the current channel and terminal brand stores must have enough product style support, at present, we can choose a small number of other complementary styles. In the future, with the increase of the theme style, we will gradually reduce, and finally only play a supplementary role. (5) strengthen the products of women's shoes, maintain the balance of men's shoes, and consolidate the loyalty of consumers.

2, competition oriented development of the price system of the channel; in the market segmentation of the implementation of completely different prices; small profits but quick turnover, the use of purchasing power cost advantage to compete for customers.

3, access strategy: if the brand is in the import stage, rely on agents to strive to rapidly increase the number of network terminals, and then upgrade the quality of customer outlets.

4, terminal strategy: at present, the competition mode of Wenzhou footwear terminal market (manufacturing advantage, management advantage, price advantage and subdivision advantage) should be based on local conditions, grasp the main points, and deal with the regional heterogeneity of formats (monopoly or counters, offices, etc.).

Establish brand strategy + franchise or franchised chain or franchising + management advantage + service management system, especially in terminal location / store image, display of goods, POP design and management, terminal interception and other hard work, such as terminal display on the form of the industry can not be arbitrarily imitated, such as how to place for Wenzhou, how to display Guangzhou shoes, according to different formats and how to put shoes.

5, media strategy: at this time, we can imitate some successful practices of enterprises (but we must combine the actual situation of our enterprises).